基于NLP研究娃哈哈品牌在社交媒體上的情感分析

——以嘩哩嘩哩彈幕文本為例

打開文本圖片集

NLP-Based Sentiment Analysis of Wahaha's Patriotic Branding

一ACaseStudyofBilibiliBullet-Screen Texts

ZHANG Chuhua， LIANG Ling （NanfangCollege Guangzhou，Guangzhou Guangdong，51O97O，China）

Abstract：Therapid developmentof naturallanguage procesing technology hasprovided new methodological supportforsocial scienceresearch.Thisstudyfocusesonthefieldofsentimentanalysis，takingBilibilibuletcommentsastheeseachojet，andusingOctopuscollectorandROSTCM6toltoobtainreal-timeinteractiondataofuserstowardsWahahaenterprise.Byusing text miningtechologytoachievestructuredtransformationofunstructureddata，combinedwithmethodssuchaswordfrequencystatitics，emantic networkanalysis，andsentimentpolarityclasifcatio，thesystemnalyesusersentimentfedbackcharacteristics.Research hasfoundthattheconstructionoforporateimagepresentstree-dimensionalcharacteristicsofproductdesignntrepreneurialspiit， andbrandiage，andsocialmediapltformsformemotionalresonanceefectsthroughthecommunicationchainof "enterpriseplat formconsumerbarage".TheresearchresultsnotonlyverifytheapplicabilityofNLPtechnologyinthefieldofsocialsiences，but alsoprovideempiricalevidenceforthebrandcommunicationstrategyofthnicenterprisesinthenewmediaerarevealingtheimpor tantroleofdigitalspatialemotionalmobilizationmechanismintheconstructionofcorporatesocialvalue.Thisstudyhasopeedup newresearch pathsforthesocial scienceaplicationsof digitaltechnologythrough interdisciplinarymethods innovation.

Key Words： NaturalLanguageProcessng （NLP）；Sentimentanalysis； Wahah'sPatritic Branding； Bullet-screen texts；Socialmedia；Real-time interactive data

數(shù)字技術的進步推動了大語言模型建構自然語言處理體系（NLP），情感分析作為其核心應用，通過量化句子情感為行為與認知研究提供新方法。（剩余5646字）